Gio Ponti Magnified is a 12-minute video installation created by Framedealer for Richard Ginori 1735 during Maison&Objet 2019.

Our work began with the study of Gio Ponti’s original designs created between 1923 and 1933, a time in which Gio Ponti was the creative director of the renowned Florentine company.

We tried to merge the different aesthetics that generated the product lines designed by Gio Ponti in a single visual journey. We broke down the drawings, cut out the shapes and reconstructed collages to generate 2D and 3D graphic animations.

The final product resulted in a 12-minute short film made up of different situations and scenes that outline a path in the artist’s work. The soundtrack was curated by Studio Gong, who worked on choirs and voices extrapolated from popular music and have been adapted on a carpet of electronic ambient sounds.

The video was created at a 12k resolution in order to be mapped into a video installation consisting of 18 projectors in a single immersive projection inside the Hall des Marechaux, a 250 square meters area in the MAD Museum, inside the Louvre buildings in Paris.

The video mapping installation was presented for Maison et Objet 2019 as part of an exhibition of products by Richard Ginori 1735 curated by Eligo Studio. During the exhibition, the original pieces designed by Gio Ponti are presented in a labyrinthine showfloor inside the hall. Watch the video recap of the event below.